Swot for Gluten Free and Sugar Free Product

There has been an increase the varieties of cereals that are available in the UK market, weather it be for dietary reasons such as gluten-free or nut allergy, the market has done

External Environmental Analysis We chose Kellogg’s cereal category because Kellogg’s has over 100 years history and we have14 kinds of breakfast cereal products. Our products sell to 180 countries across the world. Our mission is still to provide you and your family with better breakfasts that lead to better days, and now you eat flake corn is the same way W.K. did back in 1898. It just tastes better that way. Kellogg’s cereal provides a variety of nutrition’s cereals that deliver the benefits of grains, and provide important nutrients like iron, B vitamins, zinc and fibre.

The cereal industry is very adamant on using a differentiation strategy to make one’s brand stand out in the minds of certain people. The companies break down the public into different target markets; and then make products that will be attractive to their target markets. Companies make different brands for young kids, teenagers, adults, and people who are health conscience. Currently, there are 387 different brands of cereal sold in the United States and each family is estimated to purchase 17 different brands per year. (O’Connor, Amy) Companies continue to brainstorm for new product ideas to attract the various market segmentations.

In 2006, Kellogg’s launches Special K forest berries and Special K honey almond. A year later, Special K Advantage (fibre) appears in Australia. The last flavor is Special K chocolatey flakes, launched in 2009. The packaging has barely changed since its creation: white background, to represent the purity of the product, and the milk, the big symbol in the middle for the product identity, and some flakes on the right side, for the product representation. There has been an evolution of the nutritional information: now the main compositions are on the front side of the package (sugar, fat, calories). It is part of the strategy to position the product as a partner in weight loss. Te product is considered as a good quality, thanks to its characteristics (benefits for the consumer), and the “Our guarantee to you”, a little section on the left side of the box, explaining that Kellogg has a quality system that assures the highest quality standards to deliver the best product to the consumer. The target of Special K is women, from 20 to 40 years old. Women who try to look and feel good, who are working or raising their children, who want to conciliate their activities with their femininity. Women are represented next to the mention “99% fat free”, and on the back side of the box. Usually they are slim, active and happy. The strategy of Special K is to accompany women all day long, with different products, and to propose them to eat cereals not only for

One health condition that affects people is Coeliac Disease; this is intolerance to the protein ‘gluten’ which is found in wheat, barley and rye. When coming into contact with gluten the body produces antibodies which then attack the lining of the bowel. This then affects the body’s ability to absorb nutrients from food and can even lead to

Celiac disease is an autoimmune disorder affecting the gastrointestinal tract. People with celiac disease cannot eat foods with the gluten protein, according to the National Institute of Diabetes and Digestive and Kidney Diseases. If they eat foods with gluten, their

Celiac disease seems to be on an up rise today. You now walk into grocery stores and restaurants and see gluten-free food everywhere. Thankfully, for the celiac disease community, life has become a little easier with these accommodations. When most people hear celiac disease many just think gluten-free diets, but they do not realize that celiac disease can affect all parts of the body and mind, or that the disease has a higher prevalence in women. It is a new lifestyle that many have to take on. In the next few pages, I will discuss the affects that this disease has on the body systems, the lifestyle changes many make when diagnosed with celiac disease, and the importance of educating those who are dealing with the disease on a day to day basis. I also will discuss information from two articles which focus in on the direct affects that the disease takes on women living with it, and the lifestyle changes that are necessary to manage the symptoms.

Video “InFact: Gluten Free Diets” by Brain Dunning. Being a waitress I am always being asked if we can accommodate a gluten- free diet. If our food contains gluten and if we have gluten free products such as bread. To be honest I don’t even know what gluten is. This video points out gluten is a protein which is found in wheat, rye, and barley. When people ask me for gluten free I have always wondered if it’s for health benefits or some kind of allergy. Dunning answered my question, with his claim that some people cannot tolerate gluten including people who have celiac disease. He also does point out that gluten- free fad has grown. It is another thing people are worrying about for no real reason. So yes some eat gluten- free for health reason

Have the person with celiac disease wash their hand prior to eating. Wash eating surface and chairs prior to meals to free of gluten particles or crumbs. (Anderson 4). Provide person with celiac disease adequate eating space to avoid cross-contamination from others. Avoid touching plate with utensils while serving food. Supervise other children who may cross-contaminate the eating area or utensils during the meal. Keep separate containers designated as gluten free. Use a separate cutting board/work space for food preparation. Have a designated gluten free toaster. Use separate pan, water and utensils for cooking.

Many symptoms thought to related to gluten might really be sensitivity to other parts of wheat flour or another ingredient in foods made from wheat. And then, a gluten free diet is not bad for you, and will help even if you have other wheat allergies. That's what food makers are counting on, and why you see so much gluten bashing on

Kellogg’s is highly a profile company which is hugely known not only in the UK but in the world at large. It is one of the largest breakfast companies in the word, not only that but it is also financially it is a stably and well organised company. Kellogg’s profits have been stable if not increasing for the better from what it was 5 years ago.

Mission: Kellogg is a worldwide business dedicated to construct Long-Term expansion in their bottom-line and to ornament its universal Leadership Position by supplying healthful Food Products of better-quality worth.

Kellogg’s cereal provides a variety of nutrition’s cereals that deliver the benefits of grains, and provide important nutrients like iron, B vitamins, zinc and fibre.

General Mills competes in a dynamic environment. Some of their competitors are Kellogg’s in the cereal segment. Cereal was a product that used to be the number one election for breakfast in American. As time and new knowledge evolved, consciousness about products with less sugar or gluten free arose making the cereal industry tumble. Products like protein bars, Greek yogurts, and even fast food are the new options to start the date, gaining market share over the cereal industry.

Special K enabled Kellogg’s to be alert to current consumer trends such as social trends and changes in technology. The research enabled Kellogg’s to identify consumer perceptions of the brand and what developments consumers would favour. Armed with this consumer and market focused knowledge, Kellogg’s was best placed to inject growth into the product life cycle.